Vol. 4, Issue 6, Part E (2018)

Abstract
Buying behaviour of consumer is in insurance sector i.e. Intangible goods are different than tangible goods which are almost driven by individual characteristics while customer satisfaction has been recognized as an important indicator of organizational success. The purpose of research is to determine the effects of some demographic factors i.e. (gender, Age, education, occupation and marital status) on satisfaction with insurance products. The need fulfilling behaviour of customers may sometimes be based on the logic and matter of fact or at times may purely be unreasoned, irrational buying behaviour is mostly set through cognitive as well as non-cognitive learning and experiences with different type of insurance products. Data is collected through self-administered questionnaire and total of 100 respondents were found for valid interviewed to understand the effect of demographics and their relationship with satisfaction with insurance products. ANOVA analysis is performed to study the variance of respondents. Collected data is tabulated, coded and analysed through SPSS tools. It has been found that buying of insurance products of consumer groups differ significantly in demographics.